Many children suffer from hearing loss, because of which they have to wear hearing aid devices. Such children lacks confidence when they are among their friends or at school. To boost up their confidence, their was a need of such device having colorful and cool designs.
The situation for Sarah Ivermee was especially poignant as her son Freddie suffers from hearing loss in one ear and deafness in the other. This means he too wears hearing aids, and that gave Sarah, or supermum as she is otherwise known, the idea to customise the devices and make them child friendly, and using superheroes to do that was top of the agenda.